A review of how the golf world reacted to the round of 59 by Jim Furyk on September 13th 2013 at the BMW Championship on the PGA Tour

1. Social Media and that round of 59!

2. Social Media and that round of 59!
On Friday 13th September Jim Furyk became the 6th
person to shot a round of 59 on the PGA tour.
We have looked at the impact of
the posts and tweets this amazing
round of golf has had.
Here’s a brief review of how the
tournament, brands and players
engaged with golf fans around the
world via social media.

3. What Happened On Twitter
The reaction to this low round was somewhat muted on Twitter to
start with.We suspect that players who are prolific users of this
medium were still out on the course, or on their way to the airport
after missing the cut!
Jim posted only his 16th Tweet by way of celebration.

4. The Reach Of Twitter
As you will have seen, Jim Furyk has 286 followers.This has only
increased by 10 since the historic round on the 13th.
What is impressive that with only
286 followers, his celebratory Tweet
has been retweeted by 10 people.
This is a 3.49% engagement level.
The retweets reached a further 1,061
Twitter users.
The tweet was also marked as a
Favorite by 7 followers, providing a
further reach of 5,729

5. What Happened On Twitter
We liked these Tweets from Justin Rose,Trevor Immelman and Paul
Azinger.

6. @BMWchamps on Twitter
The official Twitter feed for the BMW Championship is followed by
5,780 golf and / or BMW fans.
They published 3 great tweets to break the news, which
collectively went on to be retweeted to an audience of 23,240.

7. @BMWchamps on Twitter

8. BMW Championship on Facebook
The official page of the tournament on Facebook did an amazing job
with a live news feed as it became obvious that something special was
taking place.
These posts included images taken during the round, as they
happened (see next page) and helped to create a level of excitement
with golf fans around the world.
The first post received 2 Likes
The announcement of the round of 59 received 97 Likes and 14 shares
The ‘official’ photo of Jim and his ball marked with 59 received 214
Likes and 25 shares

10. Jim is a Callaway staffer, and their social team were quick off the
mark with this very stylish infographic posted on their Facebook
page.The results are almost as impressive as the round of golf!
98% of this engagement was within 24 hours.
©CallawayInc
73 Comments
486 Shares
2,577Likes
FAN ENGAGEMENT

11. A single line post with a great image resulted in 37 shares and 459 likes.
That’s great brand awareness for Living Essentials and their 5-Hour Energy
Drink.
©JimFuryk

12. Sponsors – Opportunity Taken
5-Hour Energy, one of Jim Furyk’s sponsors made sure their brand
involvement was recognised with a lovely congratulatory Facebook
post.
The post anatomy is perfect: link to the Jim Furyk Facebook page
and the PGA Tour page and hash tags for the BMW Championship
and the magic score of 59.
Web.com posted a great picture on their Facebook page.
They also took to Twitter to offer their congratulations and to
remind their customers that Jim will be speaking at a customer
event later in September.
I bet those tickets will all be gone by now!

14. Sponsors – Opportunity Missed
There are other brands who sponsor Jim Furyk.
We have not been able to identify social media content related to
this event on their social media accounts.
In our view this is a missed opportunity to provide audiences with a
news story related to a brand, as opposed to simply filling timelines
with product announcements and other corporate content?

15. Social Media Scorecard
 Opportunity
 Golf fans want to engage with pro golf events and players
 Tour events, brands and sponsors need to provide opportunities to
engage via social networks.
 Timing
 Analysis of the social media engagement levels demonstrates that
timing is everything.
 Callaway received a lot of social engagement with their infographic –
98% within the first 24 hours.
 Don’t wait until the next day, or week, to join in with the conversation.

16. Sometimes when you play golf you
need a caddy to select the right clubs
Social media marketing can be like that
– think of us as your caddy

17. We help you make the right selections
The Digital Golfer team are specialists in using social media and
digital marketing to create awareness and generate demand.
Our range of services will help you build a stronger marketing
presence and deliver greater results for you and your partners.
David@TheDigitalGolfer.com | Phone: +44 330 7000 100 | Web:TheDigitalGolfer.com | @GolferMarketing